DURHAM, NC – Kevel, a provider of API-based ad serving technology, has partnered with Dollar General, one of the largest discount retailers in the United States, to support the development of Dollar General’s retail media network. The initiative aims to expand the retailer’s digital advertising capabilities while offering more value to advertisers and enhancing the customer experience.
Dollar General, which operates over 20,500 stores in 48 states, will use Kevel’s Retail Media Cloud to power various advertising solutions across its digital and physical platforms. This move supports the company’s broader digital strategy and goal of creating scalable, data-informed ad experiences.
“We're excited to partner with Kevel to take our retail media offerings to the next level,” said Natalie Ong, Director of DG Media Network Operations. “By utilizing Kevel's flexible, API-based solution, we have enacted the basis for scalability and advancement of our Retail Media network while enhancing our ability to create custom ad experiences that resonate with our customers.”
The partnership will enable Dollar General to:
- Develop customized ad offerings aligned with its brand and customer base
- Maintain control of its first-party data for privacy-compliant targeting
- Provide advertisers with performance metrics and attribution tools
- Integrate advertising across digital touchpoints, including its website, app, and in-store displays
“Dollar General's decision to partner with Kevel underscores the growing trend of retailers taking control of their retail media technology,” said James Avery, Founder & CEO of Kevel. “Our Retail Media Cloud is designed to give retailers like Dollar General the flexibility and power they need to build truly differentiated ad offerings. We're thrilled to support their journey in maximizing the potential of their retail media network.”
The collaboration comes as the retail media sector continues to grow, with more retailers looking to in-house technology solutions that provide greater control over data, user experience, and monetization. By adopting a modular, API-first platform, Dollar General joins a growing number of companies seeking to establish independent, brand-aligned media networks.
